Cartel Bros, a renowned spirits company, has achieved a remarkable milestone with the unveiling of its premium blended Scotch whisky, Glenwalk, in Dubai during the recent Travel Retail Consumer Forum ‘24. This marks the company’s bold entry into the Middle East market. Celebrated for its exceptional quality and exquisite taste, Glenwalk has already garnered international acclaim, including a Silver Medal at the 2024 London Spirits Competition. Within just a year of its introduction, Glenwalk has rapidly expanded its reach across five states in India, forging partnerships with over 25 distribution partners—an impressive feat for a new player in the AlcoBev industry. The strategic move into Dubai signifies a pivotal moment for Cartel Bros as it aims to position Glenwalk as the preferred choice among whisky connoisseurs in the Middle East.
Glenwalk’s Rise in India:
Glenwalk Scotch Whisky is reshaping the Indian whisky scene with its remarkable surge in demand and strategic pricing strategy. Introduced in June 2023 with Sanjay Dutt as its brand partner, Glenwalk has leveraged the expertise of Cartel Bros’ leadership team, spearheaded by co-founders Mokksh Sani, Jitin Merani, Rohan Nihalani, Manish Sani, and Chief Business Officer Neeraj Singh, to achieve extraordinary success.
Since its launch in India, Glenwalk has carved out a distinct niche among Indian consumers and is now ready to make waves in the Middle Eastern market. Building on its triumph in India, Glenwalk has experienced a surge in global sales orders and inquiries, facilitating its expansion into the Middle East and solidifying its international reputation. As the world’s premier Indian celebrity-owned alcohol brand, Cartel Bros’ Glenwalk, co-owned by Bollywood icon Sanjay Dutt, boasts a unique distinction. Sanjay Dutt’s involvement has played a pivotal role in propelling Glenwalk to unparalleled heights. Leveraging his global celebrity status and forward-thinking approach, Sanjay Dutt has been instrumental in elevating Glenwalk and establishing its brand presence.
Continue Exploring: Sanjay Dutt’s Glenwalk Whiskey disrupts Indian market, sells out 4X initial inventory in record time, aims to sell 28 lakh bottles by next FY
Strategic Partnerships:
Glenwalk is set to make a spectacular debut across all duty-free outlets in the Middle East by the end of July 2024. This development follows the brand’s successful collaboration with Ospree Duty-Free, an Adani company. In order to ensure regulatory compliance and effective market penetration, Cartel Bros has partnered with Gulf Beverages, a reputable Dubai-based firm with over three decades of industry experience.
Gulf Beverages will act as the exclusive distributor and brand partner, catering to the entire UAE and other Gulf regions. This strategic alliance empowers Cartel Bros to focus on implementing key initiatives and enhancing brand visibility.
Mokksh Sani, Founder of Living Liquidz, Mansionz, and co-founder of Glenwalk, emphasized the strategic significance of the Middle East expansion, stating, “Our entry into the Middle East is driven by a strategic vision to establish a prominent presence in the AlcoBev sector. Our partnership with Gulf Beverages ensures adherence to all regulatory standards and provides a robust platform for our brand’s growth in this region.”
Future Plans
The announcement of the Middle East launch marks a major milestone for the brand, highlighting its dedication to providing the highest quality Scotch whisky to discerning consumers in the region. Additionally, it reflects Cartel Bros’ overarching strategy, which includes intentions to expand into the Canadian and Australian markets within the next 90-120 days.
As Glenwalk by Cartel Bros makes its debut in Dubai and prepares for its forthcoming availability in Middle Eastern duty-free outlets, it stands ready to leave a significant mark on the global spirits market. Being the first Indian celebrity-owned alcohol brand, Glenwalk harmoniously fuses tradition with innovation, presenting a premium Scotch whisky experience and positioning itself as a key contender in the global spirits landscape.
Continue Exploring: Cartel Bros targets INR 240 Cr revenue in FY25, eyes nationwide expansion for The Glenwalk Whisky brand